UsEs aNd GrAtIFIcAtIOnS

This theory is were by audineces were made up of individuals who actively consumed tects for different reasons and in different ways.

Blumer and Kats expanded this theory in 1974.

DIVERSION...Escape from everyday problems and routines...
i think that this theory doesnt actuly apply to me because i hardly every watch TV such as soaps, whenever i do watch TV is usually things like Top Gear, Malcom in the middle and reali these sort of programmes i just watch it for entertainment.

PERSONAL RELATIONSHIPS... Using the media for emotional and other interaction...
this doesnt apply to me either becuase i dont watch programmes and relate to what is going on. majority of things that are happning on TV are things that wouldnt apply to me. however mayb in a way as i see what does happen on TV and i know friends that may be going through the same things but thats about it.

PERSONAL IDENTITY...Constucting thier own identity from characters in media texts, and learning behaviour and values...
sometimes i can apply to this theory as when i see particular characters i can put myself in their shoes and see where they are comming from. for example i usualy identify with characters in Green street as when i watched this movie i felt like going out and starting a fight LOL

SURVEILLANCE...Information gathering, eg educational programmes weather reports, financial news, holiday bargins...
this is one of the theories that i do use alot, i usualy watch the news to see what is going on in the world as i like to be informed about it. thats realy what i watch to gather information.

Deins McQuail suggests a more detailed breakdown of audience motivation

Information
to gather information i usualy watch the news to gather information about relevant events and conditions. i dunt actuly watch programmes to seek advice but when i do watch programmes i usualy get more information about other tops like when i watch documentaries.

Learning
when i watch documentaires i usualy gather more information about things. and also when i watch the news to be informed and learn about new things.

Personal Identity
when i watch TV i dont reinforce personal values as when i watch TV i just see what is going on i dont go in depth and think about what values they give, however when i do watch films that have alot of friends loyalties and family loyaties i do consider it but however i already hav these values. i dont have any models of behaviour as the programmes i watch dont have good model behaviours. i dunt identifiy with celebrities as i aint realy botherd about them.

Intergration and social interaction
finding a basis for social interation and converation is something that i would do depending on what i would watch the night before. such is prison break. i dunt think it relates to me in the term of social roles as i alredy have relationships to fufil this. i do get an insight into circumstances of others if the text is issue baised.

Entertainment
no dont find it a form of escapsim because i dont turn to media text to get me away from my problems, i turn to ma gal like ;)... i watch tv to get relaxed and to chill as if i had a busy day i would come home and jus sit infront of the TV. it dont fill my tym cause i actuli dont have the time to watch TV as im usualy out.

Effects Theory

The Frankfurt School...

The Frankfurt school was concerned with the impact of the rise of the media industires on society, they argued that the rise of the culture industry had increased stnadardistion within society. It done this through controling mass media. so realy The Frankfurt school creates their own values and ideologies through mass media.

The Hypodermic needle model...

The Hypodermic needle model demonstrates the effects of the media on their audiences. This model owes much to the supposed power of the mass media in particular film to inject the passive audiences with ideologies. Films such as Triumph of the will were most commonly seen in nazi propaganda films. So this is if anything is shown on television everyone should beleive it and not question it as it is shown on TV.

Violence in the media..

Violence in the media, in society the effects theory shows that dangers shown in the media such as violent scences, sex scenes and drug scenes influence people that watch it. People that watch it who are not media literate would usualy be influenced with what they see particulary children, so they want violence in the media to be cencored.

Cultivation theory...

Cultivation theory shows that is a single text does not have much effect, repeated exposure will make the audience less sensitive. This is now been called as being 'desensitised'.

Two step Flow...

Two step flow is the final development of the effects theory, this flow assumes a more active audinces, who will discuss media texts with each other.

Lynx - Commercial

this advert is SIK hahaha... ye dis advert shows women to be only there to be looked at this is typical as only men are the spectators in the advert and women are the womens doing things to please them.

Lynx Commercial

this advert is targeted at men however it has women in the advert. women are being represented negativly as they are running around takin their clo0thes of they are also rubing mud on themselves. the women shown in the advert are typical as they are good looking and have features that are fetishized.

Aishwarya Rai - Loreal Commercial

this advert is aimed at women. the main character of the advert is a while known actor Aishwarya Rai she is known for her looks lol. the advert she stars in is a hair commercial for loreal. loreal is known to have beautiful women using their products. the dialoge that is used contrast to what is shown on screen as when the word beautiful is said their is a close up of Aishwarya Rai

Karl Marx argued that capiltalism based on the profit motive and that under capitalism, profits are generated by expliting workers. Marx believed that capitalist society is divided into two two social classes
The working class, or proletariat, who sell their labour and do not own the means of production.The bourgeoisie, who own the means of production and employ the proletariat. The bourgeoisie may be further subdivided into the wealthy bourgeoisie who dont need to work themselves and the petty bourgeoisie who employ others, but also work themselves.
Why i am a MarxistI am a Marxist because i believe that social class has an impact on how far you get in life and wealth seems to determine your intelligence. Although not only are some discouraged by class but also by gender, which infact makes it even harder.

Pluralism?

Pluralism states that the individual has freedom to consume whatever they prefer, pluralist ideologies allow for different viewpoints in media texts which can lead to conflicting ideas. The audience are able to choose from a wide variety of cultural options. Individuals have freedom to make choices about what text they wish to consume. The media is seen as the fourth estate. There is no hegemonic messages.Fourth Estate is the role of the media is seen as being that of the fourth estate, whose role is to keep the public informed about what is happening in each of the other three (government, legal system and the church)

Why am i a Pluralist?I am a pluralist becasue i agree with the fact that the audience are active and can make their own choices about different texts. I also agree with the fact that the meida is the fourth estate keeping the public informed about what is happening in the world and how the church, government and the legal system have power in the sociey we live in.

Utube to sue YouTube amid site confusionMatt Weaver

Thursday November 2, 2006

Guardian Unlimited
A company selling used tube machinery is to sue YouTube after its website - called utube.com - crashed repeatedly under the weight of millions of mistaken clicks.
The US firm Universal Tube and Rollform Equipment Corporation, which supplies second-hand tube and pipe machinery, employs 17 people at its base in Perrysburg, Ohio.
Its website has become one of most clicked manufacturing sites in the world and recorded 68m hits in August as computer users mistook it for the video sharing website.
The site became so overwhelmed by unwanted visitors that it was shut down for several days last month following the news that Google had purchased YouTube for more than £1bn.
Universal Tube says it has lost business because genuine customers have had trouble accessing its site, and has filed a lawsuit asking YouTube to change its web address or pay the cost of creating a new domain name.
"We've had to move our site five times in an effort to stay head of the YouTube visitors," Ralph Girkins, the Universal Tube president, said. "We there first by 10 years."
Universal Tube issued an apology to would-be buyers of reconditioned tube and pipe mills, saying: "Because of the similarities between the two domains, millions of people have been confused.
"This massive traffic flow to our site, which is actually getting worse, has shut down our website again and again."
The company said its site had repeatedly been moved to providers with large servers to handle "not only our customers and reps but also the continuing deluge of confused video searchers".
It thanked customers for their "continued patience and patronage as we work to resolve this unfortunate situation".

Sony Ericsson unveils new brand strategy

Mark Sweney
Wednesday November 1, 2006
MediaGuardian.co.uk

Sony Ericsson is launching its first television campaign to introduce the new global brand strategy that led to Bartle Bogle Hegarty resigning from the £50m business.

The global advertising campaign, developed by McCann Erickson, uses the company's green logo in a similar way to the 'I heart NY' motif.

BBH resigned from the account, which is worth £8m in the UK, in July after it emerged that branding agency Wolff Olins had been quietly working on a new strategy with which BBH fundamentally disagreed.

The resignation sparked an industry furore about the client pecking order between ad agencies and branding consultancies.

"This is the first TV ad to build on our new brand identity," said Jo Coomber, the senior marketing communications manager at Sony Ericsson's global marketing team.

"We want to bring the brand as a whole closer to consumers."

The ad aims to promote Sony Ericsson's range of next-generation Walkman phones - the W950, W850 and the W710 - the company hopes will help topple Apple's iPod.

The ad aims to get across the idea that in everyday situations people always have their phone handy and should think of it as music player.

Sony Ericsson has sold more than 15m mp3 player phones since launching the range in August last year.

McCann Erickson created the TV campaign as a one-off project while Sony Ericsson was holding a pitch to find a new agency to handle its business.

Saatchi & Saatchi, which also handles T-Mobile's advertising business, was appointed in September to develop future campaigns as the new agency of record.